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Kerala Tourism – God’s Own


Country
• Kerala Tourism – a global superbrand
• One of the destinations with the highest brand
recall
• One of the fastest growing tourism destinations in
the world
• A combined initiative of KTDC and Govt of Kerala
• KTDC ran a campaign in the early 1990s
• Packaged Kerala’s USPs – towns, cities, beaches,
backwaters, cultural heritage, food, wildlife,
Ayurveda – in a professional way
• Branding efforts made Kerala intellectually
appealing to foreign and domestic visitors
• Kerala emerged as ‘Destination of Choice’ in India 2
Product Offerings
Products Destinations
Major Beaches Kovalam, Varkala, Fort Kochi, Kappad
and Bakal
Major Wild Life Thekkady, Parambikulam, Wayanad,
Sanctuaries Silent Valley, Aralam, Peechi-Vazhani,
Chimani, Shenduruny, Idukki, Chinnar,
Peppara, Neyyar
Bird Sanctuaries Thattekad, Kumarakom
Art Forms Kadhakali, Koodiyattom, Kalarippayattu,
Mohinivattom, Koodiyattom,
Kalaripayattu, Mohiniyattam,
Chakkiyarkootu
Hill Stations Ponmudi, Peerumade, Thekkady,
Munnar and Wayanad
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Key Trends
• Travel & Tourism – one of the largest industries
in Kerala today, contributing Rs39.3 billion or 3.7
per cent to GSP (Gross State Product)
Figures for the year 2000-
• 5.2 million domestic tourist arrivals, up 3.8 per
cent
• International tourist arrivals totalled 209,000 -
international arrivals in Kerala have risen by an
average 11.8 per cent per annum

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Destination Branding

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Brand India
• ‘Eternally Yours’ campaign launched by Oasis
advertising agency in 1997
• The campaign focused on spirituality and
traditional themes to appeal to the older audience
• Scripts looked like Sanskrit and the music was
played on the Sitar
• However, Brand India’s efforts were dwarfed by
the initiatives taken by individual states

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Question 1 – Rationale, Method
and Approach adopted by Kerala
• Poor prospects of manufacturing and agricultural
sectors in the state
• Expatriate employment in the Gulf
• Kerala tourism worked in tandem with the
tourism industry of the state
• Top priority – the need to improve visitors’
experience
• BRDC formed in 1995 to develop the backwaters
and beaches at Bekal in an integrated manner
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Contd.
• KTMS organized KTM-2000, a high profile promotional
campaign at ICC, Kochi
• Participated in trade fairs like ITB-Berlin and WTM-
London
• First state to have enacted a Tourism Conservation,
Prevention and Trade Bill
• Took up the task of improving wayside facilities, boat
terminals and jetties
• Built a good waste disposal system for the backwaters
• Concessional power tariff for approved approved star
hotels, amusement parks, motels, restaurants
• Celebrity endorsements
• Insurance packages for tourists visiting the state
• KTDC entered into MoU with IA and Indian Railways

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Question 2 – Marketing
Strategies
• Kerala for long had remained a low profile
destination mainly due to absence of historically
significant places
• Rajasthan and Goa on the other hand, due to
their rich historical and cultural heritage have
been popular tourist destinations
• Geographical edge – vicinity to metros like
Mumbai, Delhi
• This difference created the need for a different
marketing strategy for Kerala

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Question 3 – Brand India
• Lack of focused approach
• Promotion efforts fragmented because of
individual states promoting themselves
• Inadequate participation of states to
promote tourism
• Destination branding for the country as a
whole required to package Brand India
• Integration of promotional activities of
various states required
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References
• http://tourism.gov.in/
• http://www.keralatourism.org
• http://www.destinationbranding.co.uk/nati
onbranding.html

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Thank You

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